Category: Shopper Insights

10 Reasons Why Lidl Will Be the Single Most Disruptive Force in US Retail This Decade When I say Lidl will be the single-most disruptive force in US retail in the next decade, there is no caveat. No, I didn’t forget that Amazon.com exits. No, I don’t mean just “Brick & Mortar” retail. I mean […]

Who Benefits Most From Kantar ShopperScape? If you have worked in shopper insights, you have probably heard of Kantar ShopperScape. This product, available through Kantar’s RetailIQ page, offers shopper insights managers two things. First, they get access to Kantar’s own presentations that used ShopperScape data. Second, they get access to the full ShopperScape database. Although […]

Share of Wallet and Conversion: Two More Measures Shopper Insights Managers Need to Know In a previous post, we talked about the three drivers of category growth and their similarities with the Fourt-Woodlock equation. The factors of shoppers, basket size, and trip frequency are important, but they are not the only important measures for shopper […]

How Shopper Insights Managers Break-Down Category Growth One of the biggest differences between consumer insights managers and shopper insights managers is the focus of their roles. In shopper insights — whether you support sales or category management — your focus is growing categories and departments. In contrast, consumer insights managers focus on growing individual brands. […]

Category Management and Shopper Insights are Similar, But Not the Same: Chances are, if you don’t work in the world of retail, you are not familiar with Category Management as a career field. If you do work in retail, you still may have difficulty telling the difference between Category Management and Shopper Insights. Both deal […]

“My Store is Not Your Playground” – How to Get Permission for Shop Alongs When I was a new shopper insights manager I made the mistake of asking a merchant with 25+ years of experience if I could do shop alongs in his chain. He looked at me and said, “My store is not your […]